Denmark is proposing bold new copyright laws that give citizens ownership of their bodies, voices, and faces. This new set of laws was designed to target AI-generated deepfakes, specifically “realistic, digitally generated imitations” that can be misleading.
Under the bill, posting AI content that imitates someone without consent could soon lead to severe fines. Deletion orders may be just the start.
Why it matters for marketers:
As synthetic media enters campaigns, expect stricter consent laws and potential licensing requirements for using digital likenesses.
This policy raises many questions about how governments will approach other copyright issues: Could we need licensing deals for likeness rights in the future? Would AI-generated avatars or spokespersons be protected by these laws as well?
The future of marketing may depend on how well we handle what isn’t real.